The following was presented as part of a business plan by Apex Corporation.
"To answer the increased demand for artisan coffee, Apex Corporation is releasing a new line of coffee, "Gourmet Select." Apex Corporation will first introduce the coffee into major supermarkets, where it hopes word-of-mouth advertising will sustain sales. After a few months Apex Corp. will run an advertising campaign aimed at television and radio while simultaneously releasing the brand to several major chain restaurants. Based on this strategy, Apex Corporation hopes to make "Gourmet Select" one of the top sellers in the coffee market."
There are a number of ostensible statements and fallacies in the buisness plan proposed by Apex Corporation. Firstly, there is a tacit assumption that consumers purchase artisan coffee from popular supermarkets and restaurants. They should do a detailed consumer survey to check if that is the case. Maybe consumers of artisan coffee prefer to buy their products from local coffee shops and cafes rather than restaurants or supermarkets. Another plausible reason might be that artisan coffee is largely popular among higher income households which don't frequently visit supermarkets.
Secondly, their intial buisness plan is hinged upon the fact that the initial customer reviews in supermarkets will be positive, which will propel the sales higher. They should confirm these findings first and verify if a significant proportion of consumers frequenting supermarkets like their coffee. They could test run their products by giving out free samples in a few major supermarkets to gauge the popularity of their product before going forward with their current plan.
Thirdly, Apex Corporation plans to follow up with running advertising campaigns on television and radio. They are presuming that tha demographic of the television viewers and so on is similar to the demographic which they plan to target with their product. For instance, artisan coffee might be more popular among teenagers and young adults but most people who still regularly use televisions and radios are of an older age demographic. They need to clearly specify their target audience and conduct surveys to verify their assumption before putting the plan in action.
In conclusion, the current business plan seems to have a lot of loopholes and Apex Corporation needs to provide concrete proofs backing their assumptions for it to be considered a viable.
Comments
Essay evaluation report
flaws:
No. of Words: 286 350
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Attribute Value Ideal
Final score: 4.5 out of 6
Category: Good Excellent
No. of Grammatical Errors: 0 2
No. of Spelling Errors: 0 2
No. of Sentences: 13 15
No. of Words: 286 350
No. of Characters: 1517 1500
No. of Different Words: 166 200
Fourth Root of Number of Words: 4.112 4.7
Average Word Length: 5.304 4.6
Word Length SD: 2.773 2.4
No. of Words greater than 5 chars: 120 100
No. of Words greater than 6 chars: 87 80
No. of Words greater than 7 chars: 57 40
No. of Words greater than 8 chars: 41 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 22 21.0
Sentence Length SD: 5.63 7.5
Use of Discourse Markers (%): 0.615 0.12
Sentence-Text Coherence: 0.335 0.35
Sentence-Para Coherence: 0.563 0.50
Sentence-Sentence Coherence: 0.039 0.07
Number of Paragraphs: 4 5
Grammar and spelling errors:
Line 1, column 549, Rule ID: EN_CONTRACTION_SPELLING
Message: Possible spelling mistake found
Suggestion: don't
...ar among higher income households which dont frequently visit supermarkets. Seco...
^^^^
Line 7, column 179, Rule ID: DT_JJ_NO_NOUN[1]
Message: Probably a noun is missing in this part of the sentence.
...eir assumptions for it to be considered a viable.
^^^^^^^^
Transition Words or Phrases used:
but, first, firstly, if, may, second, secondly, so, still, third, thirdly, for instance, in conclusion
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 12.0 19.6327345309 61% => OK
Auxiliary verbs: 8.0 12.9520958084 62% => OK
Conjunction : 12.0 11.1786427146 107% => OK
Relative clauses : 9.0 13.6137724551 66% => More relative clauses wanted.
Pronoun: 23.0 28.8173652695 80% => OK
Preposition: 40.0 55.5748502994 72% => OK
Nominalization: 8.0 16.3942115768 49% => More nominalizations (nouns with a suffix like: tion ment ence ance) wanted.
Performance on vocabulary words:
No of characters: 1548.0 2260.96107784 68% => OK
No of words: 285.0 441.139720559 65% => More content wanted.
Chars per words: 5.43157894737 5.12650576532 106% => OK
Fourth root words length: 4.10876417139 4.56307096286 90% => OK
Word Length SD: 2.83447969857 2.78398813304 102% => OK
Unique words: 169.0 204.123752495 83% => More unique words wanted.
Unique words percentage: 0.59298245614 0.468620217663 127% => OK
syllable_count: 469.8 705.55239521 67% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 6.0 4.96107784431 121% => OK
Article: 1.0 8.76447105788 11% => OK
Subordination: 0.0 2.70958083832 0% => More adverbial clause wanted.
Conjunction: 0.0 1.67365269461 0% => OK
Preposition: 1.0 4.22255489022 24% => More preposition wanted as sentence beginning.
Performance on sentences:
How many sentences: 13.0 19.7664670659 66% => Need more sentences. Double check the format of sentences, make sure there is a space between two sentences, or have enough periods. And also check the lengths of sentences, maybe they are too long.
Sentence length: 21.0 22.8473053892 92% => OK
Sentence length SD: 32.094719284 57.8364921388 55% => The essay contains lots of sentences with the similar length. More sentence varieties wanted.
Chars per sentence: 119.076923077 119.503703932 100% => OK
Words per sentence: 21.9230769231 23.324526521 94% => OK
Discourse Markers: 7.84615384615 5.70786347227 137% => OK
Paragraphs: 4.0 5.15768463074 78% => More paragraphs wanted.
Language errors: 2.0 5.25449101796 38% => OK
Sentences with positive sentiment : 9.0 8.20758483034 110% => OK
Sentences with negative sentiment : 0.0 6.88822355289 0% => More negative sentences wanted.
Sentences with neutral sentiment: 4.0 4.67664670659 86% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.13207501819 0.218282227539 61% => OK
Sentence topic coherence: 0.0553657739719 0.0743258471296 74% => OK
Sentence topic coherence SD: 0.0582206162375 0.0701772020484 83% => OK
Paragraph topic coherence: 0.0920737022769 0.128457276422 72% => OK
Paragraph topic coherence SD: 0.0361130307156 0.0628817314937 57% => OK
Essay readability:
automated_readability_index: 15.1 14.3799401198 105% => OK
flesch_reading_ease: 50.16 48.3550499002 104% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 11.5 12.197005988 94% => OK
coleman_liau_index: 14.21 12.5979740519 113% => OK
dale_chall_readability_score: 9.33 8.32208582834 112% => OK
difficult_words: 84.0 98.500998004 85% => OK
linsear_write_formula: 8.0 12.3882235529 65% => OK
gunning_fog: 10.4 11.1389221557 93% => OK
text_standard: 10.0 11.9071856287 84% => OK
What are above readability scores?
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Rates: 50.0 out of 100
Scores by essay e-grader: 3.0 Out of 6
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Note: the e-grader does NOT examine the meaning of words and ideas. VIP users will receive further evaluations by advanced module of e-grader and human graders.